Ngày của Cha chỉ được chính phủ Mỹ công nhận chính thức từ năm 1972, muộn hơn so với Ngày của Mẹ (1914). Theo dữ liệu từ LendingTree, 62% người Mỹ chi tiêu nhiều hơn cho Ngày của Mẹ, trong khi chỉ 9% chi nhiều hơn cho Ngày của Cha. Tuy nhiên, xu hướng tiêu dùng đang thay đổi cùng với quan niệm về vai trò của người cha trong gia đình.

Image shows an opt-out email from Jeni's Ice Cream regarding Father's Day communications. At the top is the orange Jeni's script logo on a white background. The email copy reads
Image shows an opt-out email from Jeni's Ice Cream regarding Father's Day communications. At the top is the orange Jeni's script logo on a white background. The email copy reads "Hey there. We know Father's Day is a really difficult time for some people. This year, like every year, we're giving you the chance to opt out of our Father's Day emails. We'll still send emails about new flavors and in-shop offerings — we just won't send you anything related to Father's Day." Below is an orange CTA button reading "Head to our opt-out page." The footer includes copyright information for Jeni's Splendid Ice Creams and links to update email preferences or unsubscribe from the list.

Trong nghiên cứu "Gender: Beyond the Binary" của Bigeye, 79% cha mẹ nam cisgender cho rằng hình ảnh người cha tích cực, tham gia chăm sóc con cái được thể hiện nhiều hơn trong quảng cáo hiện nay. Đây là cơ hội để các thương hiệu xem xét lại chiến lược marketing cho Ngày của Cha, đặc biệt với nhóm khách hàng nhận dạng là cha hoặc sản phẩm không giới hạn giới tính.

Image shows a Father’s Day email campaign from hair care brand Function of Beauty, in a beachy color scheme with sea green accents and product bottles on a sandy background. Overlaid on the image is the text, “dear dad, it’s ok to have hair goals.” Underneath the image is a headline that reads, “Limited time 10% off 16oz sets” and the copy, “Send dad a gift today for 10% off. Maybe he needs to fix those split ends. Or you can just gift yourself and take him out to dinner (we won’t tell).” The CTA button at the bottom of the email reads, “Get gifting.”
Image shows a Father’s Day email campaign from hair care brand Function of Beauty, in a beachy color scheme with sea green accents and product bottles on a sandy background. Overlaid on the image is the text, “dear dad, it’s ok to have hair goals.” Underneath the image is a headline that reads, “Limited time 10% off 16oz sets” and the copy, “Send dad a gift today for 10% off. Maybe he needs to fix those split ends. Or you can just gift yourself and take him out to dinner (we won’t tell).” The CTA button at the bottom of the email reads, “Get gifting.”

12 ý tưởng marketing ngày của cha giúp đổi mới chiến dịch

Image shows a Father's Day email from Daily Harvest featuring the headline
Image shows a Father's Day email from Daily Harvest featuring the headline "He loved you through your emo phase. Thank him with some smoothies." with product photography of a smoothie bowl with banana slices, almonds, and oats. Email promotes 15% off gift sets and showcases Best Selling Protein Boost and High Protein Smoothies gift sets.
Image shows a Father’s Day email campaign from loungewear and undergarments brand Pair of Thieves, which features a text conversation between a typical kid and their typical dad, “Pops”: “Hey kiddo, you get my Tweeter?” “It’s called Twitter, dad, and that’s not how it works.” “Oh, I’ll Instagram it then.” “What is it? Just text it.” “What’s your number?” “UR TEXTING ME NOW RIGHT HERE!” “Check out my new grill,” with a photo of a dad grilling. “Not bad! I think I may have to help you out with the shirt, socks and what I can only imagine are under those jorts. I’ll hook you up for Father’s Day.” “You’re da bomb!” “I know you are, but what am I?” “You got me! Over and out.” Underneath the conversation is a headline that reads, “Hook Dad up for Father’s Day,” followed by a product shot of the brand’s socks on a white background and a black CTA that reads, “Shop socks.”
Image shows a Father’s Day email campaign from loungewear and undergarments brand Pair of Thieves, which features a text conversation between a typical kid and their typical dad, “Pops”: “Hey kiddo, you get my Tweeter?” “It’s called Twitter, dad, and that’s not how it works.” “Oh, I’ll Instagram it then.” “What is it? Just text it.” “What’s your number?” “UR TEXTING ME NOW RIGHT HERE!” “Check out my new grill,” with a photo of a dad grilling. “Not bad! I think I may have to help you out with the shirt, socks and what I can only imagine are under those jorts. I’ll hook you up for Father’s Day.” “You’re da bomb!” “I know you are, but what am I?” “You got me! Over and out.” Underneath the conversation is a headline that reads, “Hook Dad up for Father’s Day,” followed by a product shot of the brand’s socks on a white background and a black CTA that reads, “Shop socks.”

1. Cho phép khách hàng lựa chọn không nhận thông điệp

Image shows a Father's Day email from Tecovas featuring employee tribute to Ken Carnathan (Erin's dad) with vintage photos and the quote
Image shows a Father's Day email from Tecovas featuring employee tribute to Ken Carnathan (Erin's dad) with vintage photos and the quote "My dad has never been anyone but himself—unapologetically so." Email includes personal story and showcases "Ken Approved" boot and accessory products including The Bison Belt, The Buck boot, The Bartlett Weekender bag, The Doc boot, The Cattleman Hat, and The Dusty boot.

2. Thay đổi quan điểm về quà tặng theo giới tính

Image shows a Father's Day email from Dollar Shave Club with blue pegboard background displaying grooming tools and wrenches. Headline reads
Image shows a Father's Day email from Dollar Shave Club with blue pegboard background displaying grooming tools and wrenches. Headline reads "Trim More, Spend Less" with 20% off electric gear promotion. Features three product offerings: Double Header Electric Trimmer ($40), Style Detailer Precision Trimmer ($24), and 3-in-1 Freestyler Electric Trimmer/Razor ($32), each with promotional pricing and "Buy Now" buttons.

Thương hiệu chăm sóc tóc Function of Beauty nhấn mạnh rằng chăm sóc bản thân không phân biệt giới tính. Chiến dịch khuyến khích tặng sản phẩm chăm sóc tóc cho cha nhân Ngày của Cha, phù hợp với xu hướng mở rộng vai trò người cha hiện đại.

Image shows a Father's Day email from shampoo bar brand NUE BAR. At the top is a sage green banner stating
Image shows a Father's Day email from shampoo bar brand NUE BAR. At the top is a sage green banner stating "Order before Friday for delivery in time for Father's Day" followed by a brown shipping notice banner. The hero section features the NUE BAR logo with text reading "FATHER'S DAY STARTER PACK" and a sage green "SHOP NOW" button above product photography showing shampoo bars in a tin container with natural linen bags. Below that is a dark gray section titled "A SHAMPOO BAR FOR EVERY DAD" displaying four different shampoo bar varieties (normal hair, dry/coily hair, fragrance-free, oily hair) each with their own linen storage bag. A brown promotional section offers "SUBSCRIBER EXCLUSIVE 15% OFF STARTER KITS" with code "DAD2020" and text reading "To kick-start Dad's plastic-free journey" with a black "SHOP NOW" button and the humorous tagline "Dad, did you get a haircut? NO, I GOT THEM ALL CUT!" A sage green section promotes gift cards with "Give the gift of CHOICE" showing $50 gift cards with a leaf design, offering "subscribers only 10% OFF" with code "GIFTCARD5MSDV5" and another black "SHOP NOW" button. The footer includes icons for sustainability features and social media links.

3. Thiết kế email sáng tạo và hài hước

Image shows a Father’s Day email campaign from sustainable marketplace Hive Brands, which kicks off with an illustration of a bigger caterpillar following an identical smaller caterpillar, headlined, “Gifts for every kind of dad.” The email copy under the image reads,
Image shows a Father’s Day email campaign from sustainable marketplace Hive Brands, which kicks off with an illustration of a bigger caterpillar following an identical smaller caterpillar, headlined, “Gifts for every kind of dad.” The email copy under the image reads, "Whether it’s your dad by birth, dad by choice, fatherly friend, or resident bad joke teller, we’ve got a gift for every father figure out there.” An orange CTA button at the top reads “shop the collection,” but the email continues in sections, listing rows of gift options for various types of dads: pickles for the one who “is there in a pickle,” seasonings for the one who “plays king of the grill,” hot sauces for the one who “spices things up with a good joke,” and cured meats for the one who “cured all your cuts and bruises.” The email ends with another orange CTA button that reads, “shop more gifts for dad.”

Pair of Thieves sử dụng bố cục email mô phỏng đoạn hội thoại giữa cha và con, kết hợp nội dung hài hước để thu hút người đọc trước lời kêu gọi hành động (CTA).

Image shows a Father's Day email from coffee brand Cometeer. At the top is a yellow banner with the Cometeer logo. The hero section has a black background with white text reading
Image shows a Father's Day email from coffee brand Cometeer. At the top is a yellow banner with the Cometeer logo. The hero section has a black background with white text reading "Father's Day = Handled" above a flat-lay photo showing a hand holding a phone next to an iced coffee, notebook, and newspaper on a white tiled surface. Below, white text reads "There's no better gift than starting the morning with the world's best coffee. Skip the Father's Day stress and show him how much you care with Cometeer" with a white "GIFT NOW" CTA button. The middle section titled "The Case for Cometeer" features three product benefit images with accompanying text: a hand dropping a Cometeer pod into hot water ("A Barista-level brew, ready in seconds"), an iced coffee dessert with whipped cream ("Enjoy it hot, iced, or even as a dessert"), and a coffee bean on a striped surface ("An all-star lineup of blends and single-origin beans from the best roasters"). At the bottom is a black "TRY IT TODAY" button, followed by a footer with social media icons and contact information.
Image shows a Father’s Day marketing text message from art materials brand Natural Pigments, featuring an impressionist-style painting of a father crouching in a garden, holding out his arms to a child, who’s across the way with their mother, learning to walk. The text of the SMS reads, “Natural Pigments: It’s not too late to buy for dad this Father’s Day! Check out our gift guide. How about a gift card? Follow the link for more!”
Image shows a Father’s Day marketing text message from art materials brand Natural Pigments, featuring an impressionist-style painting of a father crouching in a garden, holding out his arms to a child, who’s across the way with their mother, learning to walk. The text of the SMS reads, “Natural Pigments: It’s not too late to buy for dad this Father’s Day! Check out our gift guide. How about a gift card? Follow the link for more!”

4. Sử dụng yếu tố hài hước làm điểm nhấn

Image shows a Father’s Day email from New West Knifeworks promoting
Image shows a Father’s Day email from New West Knifeworks promoting "The Foodie's Favorite Field Tool" (TOC knife with leather sheath) with offer of free kitchen essential on orders over $400. Email features tagline "Because His Knife Should Work as Hard as He Does" and showcases additional products including Slotted Fish Spatula, Knife Roll, Ark Mitsu/NKXW Custom 10" San Mai Honesuki Chef Knife, Jack Reiteitz Custom 7" Damascus Western Chef, and the Joy Bauer Chef Knife with "A Knife with Purpose" messaging.

Daily Harvest tập trung vào nội dung vui nhộn để thu hút sự chú ý, đồng thời cung cấp liên kết mua sắm các sản phẩm và bộ quà tặng phù hợp cho Ngày của Cha.

Image shows a Father’s Day email campaign from resort wear brand Skwosh, with a playful pastel orange and blue color scheme. The headline reads, “get rad with dad this father’s day,” and the email copy reads, “we know you’re still mulling it over. What do you get a bloke that has everything? How about his new favourite shorts? We’re making the decision easier with free express postage for 24hrs on all orders over $150. Guaranteed good times on time.” The CTA button reads, “shop the father’s day edit,” and the email continues with product shots of matching swim trunks in a daisy pattern for dad and kid.
Image shows a Father’s Day email campaign from resort wear brand Skwosh, with a playful pastel orange and blue color scheme. The headline reads, “get rad with dad this father’s day,” and the email copy reads, “we know you’re still mulling it over. What do you get a bloke that has everything? How about his new favourite shorts? We’re making the decision easier with free express postage for 24hrs on all orders over $150. Guaranteed good times on time.” The CTA button reads, “shop the father’s day edit,” and the email continues with product shots of matching swim trunks in a daisy pattern for dad and kid.

5. Kể câu chuyện thực tế của nhân viên

Katherine Boyarsky
Katherine Boyarsky

Tecovas xây dựng hướng tiếp cận dựa trên câu chuyện thật của một nhân viên và mối quan hệ với cha mình, tạo sự chân thực và gần gũi trong chiến dịch quà tặng Ngày của Cha.

Những ý tưởng này giúp các thương hiệu thương mại điện tử đa dạng hóa cách tiếp
Những ý tưởng này giúp các thương hiệu thương mại điện tử đa dạng hóa cách tiếp cận khách hàng trong dịp Ngày của Cha,
Những ý tưởng này giúp các thương hiệu thương mại điện tử đa dạng hóa cách tiếp
Những ý tưởng này giúp các thương hiệu thương mại điện tử đa dạng hóa cách tiếp cận khách hàng trong dịp Ngày của Cha,

Những ý tưởng này giúp các thương hiệu thương mại điện tử đa dạng hóa cách tiếp cận khách hàng trong dịp Ngày của Cha, phù hợp với xu hướng xã hội và nhu cầu tiêu dùng hiện đại.

Những ý tưởng này giúp các thương hiệu thương mại điện tử đa dạng hóa cách tiếp
Những ý tưởng này giúp các thương hiệu thương mại điện tử đa dạng hóa cách tiếp cận khách hàng trong dịp Ngày của Cha,